IMAX Expansion in BRIC Economies (Revised)
(9 pages of text)
In 2014, IMAX is a Canadian-based company synonymous with large-format, high-quality cinematic experiences. Following four decades of innovation, the bulk of its revenue now comes from providing technology to mainstream movie studios and multiplex exhibitors. IMAX has more than 900 cinema screens in 58 countries, with nearly half of them located in North America. Its chief executive officer believes that the route to becoming a billion-dollar company involves adding 1,100 screens in growth markets outside of North America. If about 400 of the new worldwide screens are designated for Brazil, Russia, China and India—the BRIC economies—how should IMAX allocate these new screens by country and by city?
This case may be used in undergraduate or MBA courses in international business and /or strategic management.
- To understand sources of sustained competitive advantage.
- To determine motivations for international expansion.
- To evaluate country investment potential.
- To allocate investment between and within countries.
- To address country risk.
Information, Media & Telecommunications
Canada, Large, 2014
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